Filtering Through the Noise: How Brands Can Find the Perfect Influencer Match

At Creator Economy Live 2025 in Las Vegas, industry experts in a panel led by Sprout Social, tackled the big question: how can brands filter through the noise to find their ideal influencer partner? Spoiler alert: it’s not just about follower counts or viral videos. Here’s the lowdown on what’s changing in influencer marketing—and how you can stay ahead of the curve.

It’s a Collaboration, Not a Transaction

First things first: influencers aren’t vending machines. You can’t just pop in a brief and expect magic to happen. According to David Neyman, Global Lead of Creator and Content Partnerships at Logitech, “It’s about guidelines, not guardrails.” Translation? Treat influencers like partners, not tools. They know their audience better than anyone, so give them the creative freedom to inject their authenticity into your campaign. That’s when the magic happens.

From Plug-and-Play to Open Briefs: Gone are the days of rigid creative briefs that dictate every detail. Megan Narcissi, Influencer Manager at Kimberly-Clark, explained how her team has shifted to listening first. “We’re not here to plug creators into our vision,” she said. “We’re here to co-create.” By collaborating with influencers and tailoring campaigns to fit their unique style, brands can create content that feels real—not robotic.

The Role of AI in Influencer Marketing: Friend or Foe?

AI is shaking things up in the creator economy. It’s now easier than ever to discover and assess influencers thanks to advanced tools that predict performance and analyze metrics. But as David pointed out, AI isn’t perfect. “It’s great for predicting performance, but it can’t capture the nuance of a creator’s storytelling or production style,” he shared. So, what’s the takeaway? Use AI as a tool, not a replacement for human insight. The best collaborations still come from a mix of data-driven decisions and good old-fashioned gut checks.

Red Flags to Avoid When Choosing Influencers

Not every influencer with a shiny profile is the right fit for your brand. The panelists called out common mistakes and shared how to avoid them:
•    Don’t Chase Vanity Metrics: High engagement rates might look impressive, but one viral post doesn’t tell the whole story. Megan suggested analyzing consistent metrics over a longer timeframe—like 90 days—to get a clearer picture.
•    Misaligned Audiences: It's not just about the influencer—it’s about their followers. David stressed the importance of aligning an influencer’s audience with your brand’s target demographic. If their community isn’t a fit, no amount of beautiful content will drive results.
•    Skipping the Research: Christina Vittas, Social Media Manager at Sesame Workshop, emphasized the need for a deep dive before signing on the dotted line. Her team combs through platforms, public records, and past content to avoid costly mistakes. “If you wouldn’t want to see their name tied to your brand in a headline, don’t work with them,” she advised.
•    Over-Scripting Creators: Micromanaging kills creativity—quickly. Marquel Carter, Senior Director at Nutrabolt, warned against overly scripted content. “If you’ve chosen the right influencer, let them do what they do best.” Trust their expertise; they know their audience inside and out.

Cracking the Code: Building Long-Term Relationships

Once you’ve found the one, how do you nurture that partnership for the long haul? Well, we have some had some tried-and-true advice for you:

• Help your influencers help you: Christina Vittas pointed out that a well-prepared creator is a successful one. Share the logistics, brand guidelines, and any must-knows upfront. It’s all about setting them up for success.
• Think Outside the Box: “Ask your influencers what their wildest idea is,” encouraged Greg Rokisky, Senior Social Strategist at Sprout Social. Why? Because creativity isn’t born in a box. One of his favorite examples? A collaboration that led to an unexpected activation at Art Basel, blending tech and high-concept art.
• Build Beyond Campaigns: Don’t treat influencer relationships as one-and-done deals. David suggested thinking bigger: involve internal teams, educate leadership, and integrate across platforms for maximum impact. Long-term partnerships often yield stronger results—and happier creators.

The Bottom Line

Filtering through the noise to find the right influencer can feel overwhelming, but it doesn’t have to be. Treat creators as partners, embrace collaboration, and lean on tools like AI without losing the human touch. Above all, remember this: the best influencer partnerships are built on trust, creativity, and a shared vision. When you get that right, your campaigns will stand out in a sea of sameness.

Want more where this came from? Join incredible influencer marketing and industry leaders for a day of insights, networking, and game-changing collaborations at Creator Economy Live East, 5-6 August 2025. Stay ahead of the trends and unlock new growth opportunities in the creator economy.